Demand Generation

Demand Generation - Lead Generation - Pipeline Development

We define Demand Generation as the entirety of activities that Marketing, Sales, and Services execute to deliver revenue. To accomplish this in an organized, predictable, and repeatable fashion requires the right people, process, and technologies. That’s what TPG offers you.

These activities can be almost anything within the Marketing or Sales communications realms. Email, Websites, Forms, Social Media, Events, Public relations, Content, and Search are the obvious ones. However, ROI calculators, success plans, sales tools and key interactions within the sales process are also touch points within the Demand Generation spectrum because they all impact your revenue, and incremental improvements at any point could mean millions to your top line.

We leave no stone unturned when it comes to delivering revenue for you.

Lead Generation

We often consider this the top of the funnel. This is where the “Unknown” become “Known” all those anonymous web visitors start to have names, emails, and profiles. How effective are your lead generation programs? Do you know who is converting and why? Do you know which programs drive the most response? How about which programs drive the most revenue?

We’ll help you implement effective lead generation programs designed to help you focus on those activities that lead to revenue, not just those with the best Click-Through Rates. From landing page design, web content assessments, and progressive profiling, we’ll help you tee up the best prospects at the top of your sales funnel – and it all starts with this question: “Does Marketing and Sales have common lead definition(s)?”

See the Spotlight article and listen to the interview with LexisNexis to learn how they use marketing automation as a key tool that helps contribute 50% of the sales pipeline.

Lead Management

You have leads coming into your system through Lead Generation efforts, but what happens next? This is where Lead Management comes in. Who owns it? What is their next step? What is the Service Level Agreement (SLA) for doing so? How is the process performing?

We’ll help you streamline the processes of lead assignment, and who is supposed to take the next action. We’ll help you define the SLA, track it, measure it, and manage it. You’ll know which parts of the process are healthy and which ones are not.

To learn more, sign up for a complimentary 45 minute consultation to explore how these revolutionary technologies can transform your demand generation efforts.

Lead Nurturing

This always brings out the mothering instinct in all of us. We want to raise them with good values, show them right from wrong, and help them be the best they can be. Plus let’s face it, we want our prospects to buy stuff, and we want our customers to buy more, am I right? In all likelihood they will buy, but will it be from you? We’d like to help you improve your odds.

We believe everything is nurturing, it could be early in the sales cycle, late in the sales cycle, or even after the first, second, or third sales. The point is, you’re building a stronger relationship, closer ties, and earning respect while treating others with the same. And yes, TPG can help you build effective nurturing programs and help you create a lasting brand impression. Now go call your mom, you know it’s been too long since you’ve called.

See the Spotlight article and listen to the interview with M5 Networks to learn how they deployed marketing automation and, with a team of only two marketers, launched 16 different nurturing programs - all active within a six month period.

Lead Scoring

What’s in a number? To be honest, the number isn’t the goal. It’s just another way to offer a meaningful indicator or aggregation of a prospect or customer’s interest or engagement. It’s generally based on two things:

• Explicit data – demographics like job title, location, or company size.
• Implicit data – the things they’ve done, like visited a page on your website or clicked on a particular offer

Here’s just one example of how it can be valuable: A VP of marketing for a huge company visits your website and fills out a form for say… a whitepaper. It’s easy to see that action – with or without Marketing Automation. But let’s say that VP isn’t yet ready to buy, but 6 months later she comes back to your website and does not complete any forms. How will you know she was there 5 minutes ago? With a lead scoring process in place, she could have points for her title, that first interaction, and lots of points for this latest action. Now we can trigger a notification and hopefully your sales team will be able to help our VP take the next step. Score!

Metrics and ROI

Not everything in Marketing has an ROI, and we have a problem with that. We want to see ROI on every nickel we spend. I know, you’re probably thinking “Oh no! The bean counters are infiltrating my Marketing team!” Let’s be logical… if you know how to best spend the beans to make money for the company, you’ll get more beans. We all want more beans.

Using you CRM, Marketing Automation, Analytics Tools, and strong data practices, we can help you know exactly which sources are most effective, which ones yield the best return for dollars spent, and which ones are duds. You’ll be making better decisions, spending effectively, and growing a nice big beanstalk. Ready to get started, Jack?

To help you get started, read our white paper Metrics That Matter to learn about the metrics most often tracked by the Revenue Marketer.

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Demand Generation